This document discusses social media marketing strategies. It begins by describing Zeno Group Asia, a social-digital agency with offices across Asia. It then discusses the importance of social media listening to understand consumers and shape online conversations. It emphasizes chasing good content over consumers to attract audiences. The document also stresses targeting millennial culture and values like individualism. It argues for using social media to create memorable experiences worth sharing and building emotional connections through social purpose. Overall, the document provides strategic advice around social media marketing and engagement.

1. Chasing after successful social marketing campaigns
Kestrel Lee
Executive Creative Director
Zeno Group Asia
4 October 2013

2. A Results-Driven, Social-
Digital agency, with a PR
DNA - offering branding
expertise across; Planning,
Creative, Technology &
Measurement.

3. US-BASED WITH A NETWORK ACROSS ASIA
10 Ten network offices –
Seven Zeno
Strategists and
community managers
in all markets
Managing
communities of over 8
million fans on behalf
of brands across the
region
600 Social media
marketing experts
across 60 offices
Ho Chi Minh City
Singapore
Jakarta
Beijing
Shanghai
Tokyo
Delhi
Sydney
Kuala Lumpur
Bangkok Manila

4. What is social media marketing today
• Publicising your business via blogs:
using EDM, events & online PR
• Publicity via postings, classified ads on
forums & portals
• Publicity via partner sites i.e. banners,
press releases, text links
• Spreading and tagging pictures and videos

5. What is the type of social media marketing
we should be doing?
1. Research-based approach: Research the attitudes and expectations of
your target audience and your competitors for meaningful differentiation.
2. Emotion first: Appeal to emotions as well as reason. Decision making is
seldom done with no emotions and branding works best with an intrinsic emotional
appeal.
3. Integrated campaign: Public Relations and internal brand communications
are as important as advertising. Making them work hand in hand works wonders.
4. Media partnerships: Entered into targeted, vertically integrated media
partnerships that extended reach while trying new media channels.
5. Inside out: Internal social branding should start before external social
branding so your staff will become the brand’s first ambassadors.

6. o
Do not chase new media, especially since social
media is more than just a media channel

7. Social media is also
- A Crisis management platform for PR professionals
- A customer service platform for sales professionals
- A CRM/data mining platform for loyalty programmes
- A branded entertainment platform for celebrities, movies and TV shows
- A gaming platform for gamers
- An e-commerce platform for online shoppers
There are no social media gurus:
http://www.mediabistro.com/agencyspy/new-job-title-digital-strategic-guruninja_b10097

8. o
Chase social media listening as it is the key to
creating engaging social media campaigns

9. Coke-Mentos Bottle Rocket: Coke brought the two consumers to Coke HQ and invited them to continue running the page with Coke’s backing. But
what happens if someone is injured:
http://video.google.com/videoplay?docid=-1450915772177922792#
How social media listening prevented an online crisis and allowed Coke to own a viral trend on YouTube
Social is not just an advertising channel

10. A case of how a Telco nearly lost all credibility on Twitter:
http://vimeo.com/15677861
Why social media listening is so important

11. Listen
倾听
Monitor
监控
Respond
回复
Engage
吸引
Measure
衡量
吸引用户
Attract clients
招募粉丝
Recruit fans
集中宣传
Create buzz
产品口碑
Improve
brand sentiments
11
Listening has impacted campaign planning and thinking in the following ways:
Why social media listening is so important

12. Why social media listening is needed
1. Use social media listening tools like JamiQ and
www.socialmention.com
2. Identify key online influencers and the appropriate
media to guide, direct or shape online conversations
in a positive way via the number of brand mentions
on their social media assets.
3. Pick those who can influence online opinion about
your brand. Reach out to them and encourage them
to write in an informed way about you.
4. Identify the specific channels and sites where the
most (and least) discussion is occurring regarding your
brand, product and related services and issues to plan
your media and content marketing strategy.

13. Scope of social media listening
• Understand what your customers are thinking and saying about you
• Track all sources related to your brand including online news and PR
• Measure your brand sentiment through trade and/or consumer
content
• Consolidate and measure brand sentiment over any specified date
range with links available for close inspection. Dips in sentiment can
trigger automatic alerts.
• Gives invaluable feedback from the market that can greatly inform
brand positioning, campaign messaging, media buys, and other
marketing strategy, channels and tactics.
• Track the volume of your brand mentions on a daily basis, and identify
active or quiet periods and compare them to competitors. This help
identify issues of importance to the target audience that should be part
of the marketing and communications strategy and tactics.

14. Brand
Positioning
And Planning
Marketing Mix/
Advertising
Management
Voice of the
Consumer
Product Insights
Competitive
Intelligence
Weak Signal Alert
Reputation /
Risk Assessment
Crisis Management
Market
Management
Brand
Management
Scope of social media listening
品牌危机处理
品牌日常管理
市场分析和管理

15. Collection
Search for relevant
terms & keywords
Your Competition
Your Brand
Your
Products/services
Track results by media
channel
Blogs
BBS
Sites
Weibo
Assessment
Analyze Sentiment
Positive
Neutral
Negative
Analysis
• Volume of mentions
• Share of mentions
• Sentiment
• Potential threats
• Potential opportunities
• Influential sites
• Influential individuals
Identify Advocates
and Protagonists
Response
Social Media
Strategy, action and
reaction
Crisis
Management
Brand
Management
Market
Management
Re-Action
Positioning
Intelligence
Social Media
Execution
Social media monitoring process

16. Use listening to move brands from
Social Branding activities…

17. … to Social Business evolution
Source: Michael Brito 2011

18. o
Do not chase consumers with only push and paid
media

19. Message
Creative
Concept
Mainstream
Shareholders
Consumers
Regulators
Vendors
Employees
Media agnostic thinking simply does not work
In the past, marketing is a direct
push to action messaging.

20. Attention span has split and consumers need to hear something multiple times
from different sources before they believe It.
MEDIA HAS SPLIT INTO 4 NEW FORMS
20

21. MEDIA FRAGMENTATION HAS DISRUPTED YOUR MARKETING FUNNEL
Wealth of information and third party opinions on social media is disrupting
traditional marketing funnels
21

22. B2B marketing mirrors B2C advertising
IT’S B2C2B MARKETING: CORPORATE CUSTOMERS ARE STILL CONSUMERS

23. ON TOP OF ALL THE AD IMPRESSIONS
1975
500/DAY
2013
5,000/DAY 208 /HOUR
BOTTOM LINE,
IT’S HARDER FOR
ALL OF US TO
GET PEOPLE’S ATTENTION
23

24. o
Chase after good content so that consumers
will come to you

25. WHY COKE IS MOVING FROM CREATIVE TO CONTENT EXCELLENCE
Coke 2020 Part 1 Chapter one: http://www.youtube.com/watch?v=LerdMmWjU_E
Coke 2020 Part 2: http://www.youtube.com/watch?v=fiwIq-8GWA8
Popular Meme Grumpy Cat on YouTube 9.7M views: http://www.youtube.com/watch?v=INscMGmhmX4
Grumpy Cat Facebook Community - 1.4M engaged users:
https://www.facebook.com/pages/Grumpy-Cat/456752354392268?fref=ts
Catadvertising: http://www.youtube.com/watch?v=IkOQw96cfyE

26. This American Presidential Election related post is taken
from Durex’s Sina Weibo account. It was posted on November 7th
and within 24 hours had accumulated over 55,000 forwards and
14,000 comments. The Chinese sentence at the top reads “The
difference between Obama and Romney is…”
Consumers chase good content and entertainment online

27. Johnny Walker:
http://v.youku.com/v_show/id_XMTY2NjMyNTk2.html
Curate corporate, product and advertising
videos from all offices and from past to present.
Blackberry loves their developer partners:
https://www.youtube.com/watch?v=Wlsah

28. o
Don’t chase prime time slots and other traditional
marketing wisdom
Chase consumer lifestyles in the social era

29. Consumer behavior has socialized media
Past Present
Banners
Brand
Web Site
Email
Image: customer
Desktop
Widgets
Digital advertising is moving from impression-based standalone executions
to socialized or lifestyle driven experiences.

30. Using social media behavior to drive campaigns
http://v.youku.com/v_show/id_XNDI2MTM4MzEy.html
Digital advertising is moving from impression-based standalone executions
to socialized or lifestyle driven experiences.

31. http://www.youtube.com/watch?v=CqXkfvErPsU
The beauty of this Asia-Pacific region
campaign is that it revolves around
an unique social networking portal
that allowed people to tag their
pictures, as well as tagging their
music pieces to their photo albums
or the albums of other people on the
site and vice versa.
This was done before Facebook
arrived in Asia, before Facebook
introduced photo-tagging, which
made it such a hit with people in the
world today.
Using social media behavior to drive campaigns

32. BEN & JERRY’S USING
INSTAGRAM TO FEED
A BOND WITH ICE
CREAM LOVERS
Fan photos solicited through a
"Capture Euphoria"-themed campaign
will be featured in ads for local
markets all around the globe.
http://www.youtube.com/watch?v=CqXkfvErPsU
Using social media behavior to drive campaigns

33. Use social behavior to drive campaigns:
HUMAN SEARCH ENGINES 网民人肉搜索http://www.chinasmack.com/2009/pictures/chinese-obama-girl-red-coat-black-dress-wang-zifei.html
http://blog.sina.com.cn/s/blog_632322cc0100g30c.html?tj=1

34. Use social behavior to drive social campaigns
Using the passion of lovers to find inspiration online, a real E-love
story was encouraged to drive sales and bring a brand to life.
Dove Gifting’s Chinese Valentine’s Campaign:
http://v.youku.com/v_show/id_XMzAzNzc5NzQw.html

35. Don’t chase everyone on social media
Chase the millennials or Y-generation with their
culture of you

36. Your Millennial strategy is also your social media strategy

37. Key findings from
Edelman’s 8095 study
Millennial are more likely to
recommend products and start
trends…more involved in pop
culture and activities that would
compel them to try new products
and recommend them to friends
via social media channels.
-MINTEL, WORD OF MOUTH AND VIRAL MARKETING
Http://www.edelman.com/insights/intellectual-
property/8095-exchange/

39. TO SPEAK TO THEM ,WE NEED TO EMBRACE WHAT THEY/YOU ARE INTO.
TARGETING THE MILLENNIAL CULTURE OF YOU

40. To connect with our 18-30 year old consumers
Samsung needs to address the culture of “YOU”
1970’s
Era of Collectivism
(Follow trend)
1980’s 1990’s
Transitioning
(Choose trend)
Individualism
(Create trend but
still need guidance
and inspiration)
TARGETING THE MILLENNIAL CULTURE OF YOU

41. LINKING BRAND AND CONTENT STRATEGY TO
CONSUMER PASSION POINTS
“I need to look good
before my friends”
Social Acceptance
Social recognition
Social status
Social confidence
“A good first
impression counts”
Success with opposite
gender
Personal confidence
“Looking good shows my
professionalism”
Career success
Outer trappings of
success
Career Confidence
FOUNDATION OF SELF- CONFIDENCE AND ABILITY TO
REALIZE ONE’S POTENTIAL
THOUGHT
CORE NEED
ASPECT
OF LIFE
Career Social Romance

42. THE CULTURE OF “YOU”
THE NEED
WANT TO MAKE A FIRST GOOD IMPRESSION ONLINE
THE BRAND OPPORTUNITY
DESIRE TO IMPRESS FUTURE FRIENDS, WIFE AND
EMPLOYERS
THE SOCIAL OPPORTUNITY
SOCIAL REPUTATION WILL ENHANCE THEIR
CONFIDENCE AND CHANCES FOR SUCCESS IN
CAREER, SOCIAL & ROMANCE
SETTING UP A NEW ”WORLD”
New Habits, Rituals and
Behaviors that contribute to
success in core areas of life
Brands should provide social
content, experiences, tools,
community influence, support
to help these millennials take
advantage of their social
opportunities

43. Don’t chase impressions, likes or even fans.
Chase better engagement through social purpose.

44. ENGAGEMENT STARTS WITH EMOTIONAL CONNECTIONS
http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.h
tml
“…Owning a Prius was an expression of political identity, a way to signal a
deeply held belief and a profoundly social act.

45. Brands
need to
stand for
something
or they
mean
nothing
online.
BUILDING SOCIAL ENGAGMENT ONLINE MEANS DEFINING
AND OWNING A SOCIAL BRAND PURPOSE

46. OVERALL
CAMPAIGN
STRATEGY
Brands need to make that emotional connection with
Target Audience to drive demand for Far East SOHO
and conversation about the brand.
YOUR
BRAND
Emotional
Connection
Millennials
Social
Radar
+ =
The key? Create social and emotional relevance.
46

47. Key objectives for your social media campaign is to create
memorable social occasions worth sharing

48. Key objectives for your social media campaign is to create
memorable social occasions worth sharing
https://www.youtube.com/watch?v=cDsVOXTQAIs

49. Engagement starts with emotional connections
Using the pride of China’s best machine operators in their skills, Edelman Shanghai helped Volvo Construction
Equipment to channel their expertise into showing how they could drive a more eco-friendly way of
construction via China’s most eco-friendly operator challenge:
http://v.youku.com/v_show/id_XNDA1NjA5ODU2.html

50. The insight that drove the idea is
that people want to make a positive
difference but often feel that
anything they do as individuals won’t
matter. But when hundreds of
millions of individuals band together,
their action can inspire real
change. By making their individual
voices heard, a collective voice
flowed and massive people support
and large-scale government action
followed.
Social branding purpose campaigns from APAC

51. 1 2 3
Hand Wash Revolution
--P&G Safeguard--
Intangible Cultural
Heritage Protection Project
--Canon (China)--
Insight from the blind
--Samsung (Korea)-
After establishing social media channels, brands want to engage fans to join social or
grassroots movements to advance the brand’s beliefs and marketing objectives.They
want to bond people, groups, communities together.
Social branding purpose campaigns from China
Campaign introduction:
http://www.chinadaily.com.cn/bw/2009-
11/16/content_8975024.htm
Cause introduction:
www.pg.com/en_US/sustainability/social_responsibilit
y/safeguard.shtml
Campaign video:
http://www.youtube.com/watch?feature=player_embe
dded&v=Zo_iCWx0nOI#!

52. THE END. LET’S DISCUSS.
By Kestrel Lee:
Email/MSN: kestrel,lee@zenogroup.com
LinkedIn: http://sg.linkedin.com/in/kestrellee